Heather Robertson - Digital Communications Consultant

Give a person a fish and you feed them for day. Teach that person to use the Internet and they won’t bother you for weeks!

GROW YOUR BUSINESS BY USING THE RIGHT WEB TOOLSHeather RobertsonDigital Communications Consultant

Online Business needs...

Heather Robertson - Digital Communications Consultant

Compelling website+

Traffic

What we will cover..

Heather Robertson - Digital Communications Consultant

How do search engines find websites? What exactly is Search Engine

Optimization and Search Engine Marketing?

Free tools/Important Things you should be aware of

How does Social Media fit in? Analytics and Evaluation

It’s simply not enough to say ...if we build it - they will come

If your customers can’t find you on the internet –

then your business can’t grow.

Heather Robertson - Digital Communications Consultant

How do get drive traffic?

Heather Robertson - Digital Communications Consultant

Unpaid SearchPaid Ads

Social Media

How do Search Engines Work?

Search Engines are all about content

And they use ‘keywords’ to match the customer’s query to relevant websites

Heather Robertson - Digital Communications Consultant

Keywords ...

the words used by the visitor to identify a problem

define user search habits

By effectively using keywords, both users and search engines will know what your site is about.

Heather Robertson - Digital Communications Consultant

Where are those keywords?

Most come from your own business knowledge

But search engines also have tools

Heather Robertson - Digital Communications Consultant

Google AdWords Keyword Tool

Heather Robertson - Digital Communications Consultant

boats for sale

What are the keywords visitors are using? Real Time Results

Heather Robertson - Digital Communications Consultant

Search Engine Results Page

Heather Robertson - Digital Communications Consultant

Keywords

Unpaid Results

Paid Ads

Using keywords in SEO

Heather Robertson - Digital Communications Consultant

Title Tag

Description Tag

Title

Description

SEO Techniques

Tagging Web Directories

Both free and paid Links from other sites

And not just any site – avoid ‘spam’

and ‘porn’ sites Designing ‘Search Engine Friendly’ Sites

– i.e.. no flash; H1&H2 tags

Heather Robertson - Digital Communications Consultant

Search Engine Marketing

Pay-per-Click Ads on..

Search Engine Results PageContent Network

Heather Robertson - Digital Communications Consultant

Paid Ads on the SERP

Heather Robertson - Digital Communications Consultant

Keywords

Organic Search Results

Paid Ads

Content Advertising

Heather Robertson - Digital Communications Consultant

Keywords

Organic Search Results

Paid Ads

A Typical Pay-per-Click Ad

Business theme Rent out docks

Keywords: marina slips; docks; rent docks; slips in

Muskoka; close to Toronto; Ad:

Spend the Summer on the WaterMarina Slips for Rent. Great Rates

Great Location. 1 hour from GTA

Heathersmarina.com/marinaslips4rent

Heather Robertson - Digital Communications Consultant

Google Ad Words Account

Heather Robertson - Digital Communications Consultant

Quick Re-cap

Unpaid results – SEOKeywordsLinkingWeb directoriesWeb content

Paid results – SEM Ad Words – Content Ads

Heather Robertson - Digital Communications Consultant

Social Media

Heather Robertson - Digital Communications Consultant

Social Media

Heather Robertson - Digital Communications Consultant

Social Media

Heather Robertson - Digital Communications Consultant

Keywords

Are you getting results?

Heather Robertson - Digital Communications Consultant

Lessons Learned

Remember a visitor becomes a user

and then a customer. So, focus on your customer!

Heather Robertson - Digital Communications Consultant

Thanks for listening

Heather Robertson - Digital Communications Consultant

Resources

Google Tools: Ad Words – adwordgoogle.com | Analytics – google.com/analytics | Keyword Search Tool –

adwords.google.com/select/KeywordToolExternal |

Yahoo Tools: Paid Search – advertising.yahoo.com | Keyword – searchmarketing.yahoo.com

Bing Tools: Paid Search – advertising.microsoft.com |

Books: Search Engine Optimization for Dummies

Pay Per Click: Search Engine Marketing for Dummies

The Findability Formula – Heather Lutz

E-Zines: Internet Marketing for Business Owners – Jarom Adair

Rick Layzell: YouTube.com – Search Yamaha

Heather Robertson - Digital Communications Consultant